B2B Marketing in 2010

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Presentation by Christopher Doran, VP of Marketing for Manticore Technology give in Melbourne, Australia on 5 May 2010 on B2B buyer behavior and how it impacts marketers

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  • Proliferation of technology has fundamentally changed buying behaviors B2B buyers have become almost identical to B2C buyersWe as marketers must adapt or risk corporate extinction.Before we look at where we’re at and where we’re going – let’s look at where we’ve been.
  • Proliferation of technology has fundamentally changed buying behaviors B2B buyers have become almost identical to B2C buyersWe as marketers must adapt or risk corporate extinction.Before we look at where we’re at and where we’re going – let’s look at where we’ve been.
  • I started looking at my personal buying behavior in 1995….it appeared like yesterday – it was 15 years ago folks. Remember what was “in”? Braveheart was the number 1 movieThe truth came out when OJ was found innocentLook at this…isn’t she a beauty…1974 caprice classic. The first car….9 miles per gallon… I would not take this purchase lightly….I would have done due diligence.
  • Let’s walk through how I chose to purchase this fine machineFirst is my brand perception…shaped by culture, advertising personl/ friend experitce….remember John Struass – CoolAt this point I think about what I want to buy – have bias but want to confirm/validate choice.Next I’m going to do a little due diligence….I’m going see what 3rd party experts and non experts have to say…Going to read consumer reports (Consumer reports Australia – CHOICE)…I’m going to talk to my friends Social Communication may be one to one – maybe one to several….phone, personal interactionsSeek outside expertise – goto library look in magazineHunt in newspaper for used cars – peruse newspaper cicrulars…Head on down for a test drive – international squeeky guy – car salesman
  • Consumer reports Australia – CHOICE Social Communication may be one to one – One to many – Blog,email, facebook, Twitter, maybe one to several….By the time you make it to the salesman you have more information than you could have ever have dreamed of.
  • Prior to 1995 there were clear lines of distinction between sales and marketing – Marketing generated leads and interest –Sales took them through the processToday prospects are generating their own insights and opinions – they’re entering the sales funnel later and WOM plays a critical role through the process….Marketing, information gathering plays a strong role throughout the process
  • Prior to 1995 there were clear lines of distinction between sales and marketing – Marketing generated leads and interest –Sales took them through the processToday prospects are generating their own insights and opinions – they’re entering the sales funnel later and WOM plays a critical role through the process….Marketing, information gathering plays a strong role throughout the process
  • B2B Marketing in 2010

    1. 1. B2B Marketing in 2010<br />A Brave New World<br />Christopher Doran<br />Vice president, Marketing<br />Manticore Technology<br />Manticore Technology, Inc. Confidential – Copyright 2009. All rights reserved.<br />
    2. 2.
    3. 3. B2B Marketing has Changed<br />Widespread adoption of technology has changed buying behaviors <br />The relationship between B2B sales and marketing has fundamentally changed<br />To adapt marketing must implement new methods, processes and techniques to capitalize on these new dynamics<br />
    4. 4. About Manticore Technology<br />Trusted provider of marketing automation solutions for companies of all sizes since 2001. <br />We enable marketers to:<br />Manage and measure the marketing funnel <br />Build marketing processes to deliver a constant flow of qualified leads<br />Deliver invaluable insight to sales to drive top line growth<br />Select customers in APAC:<br />
    5. 5. A Personal Case Study - 1995<br />My Pride and Joy in 1995<br />#1 Movie: Braveheart<br />Justice Served: Innocent<br />#1 Song: Back for Good<br />
    6. 6. Buying Cycle Circa 1995<br />Brand Perception<br />3rd Party Experts<br />Salesman<br />Personal/ Extended Experience<br />Advertising<br />Friends Family<br />Ads<br /><ul><li>Characteristics
    7. 7. Limited access to info
    8. 8. Marketing involved at high level
    9. 9. WOM Important
    10. 10. Clear differentiation between sales & marketing</li></li></ul><li>Buying Cycle Circa 2010<br />Brand Perception<br />Salesman<br />3rd Party Experts<br />Personal/ Extended Experience<br />Advertising<br />Friends Family<br />Ads<br />Characteristics<br /><ul><li> Unlimited Information
    11. 11. Marketing and WOM involved thought process
    12. 12. Sales & marketing blurred</li></li></ul><li>Real World Example<br />
    13. 13. B2B = B2C<br />B2B buyers have become almost identical to B2C buyers<br />
    14. 14. Pipeline Then vs. Now<br />1995<br />2010<br />MARKETING<br />MARKETING<br />SALES<br />SALES<br />With infinite information, buyers are doing extensive amounts of research before picking up the phone – and it’s ongoing<br />
    15. 15. Recent Research<br />Source: DemandGen Report – Breaking out of the Funnel, survey of 100 B2B Buyers<br />
    16. 16. Who Found who?<br />
    17. 17. Where does this leave marketing?<br />Marketing cannot control of the conversation<br />There is a massive conversation going on about your products and services before, during, and after they’ve picked up the phone to call you<br />B2B marketers must become and active part of the conversation & the sales pipeline<br />
    18. 18. Strategies<br />Establish a uniform definition of a qualified lead with sales<br />Deliver relevant content to buyers based on where they are at in the buying cycle through lead nurturing<br />Make content widely available<br />Don’t be afraid to make comparisons to your competition<br />Enable sales – who do they engage? What do they talk about<br />
    19. 19. Content Maps to Buying Phase<br />Google Query Types Evolve Through the Buying Process<br />* Google/TechTarget Research Project: How IT Pros Search Online During the Purchase Process<br />
    20. 20. Mapping Content<br />Whitepapers, analyst reports on business problem<br />How you solve the problem: Demos, case studies, <br />Testimonials, Comparisons, videos <br />Brand Reinforcement – Right Decisions<br />
    21. 21. Relevant Content<br />Relevant content varies by the prospects buying stage<br />
    22. 22. Deliver Content - Lead Nurturing<br />Lead Nurture 1<br />Lead Nurture 2<br />Lead Nurture 3<br />Delivering relevant content with prospects through automation to:<br />Further qualify the prospect<br />Keep your product on top of mind as a trusted resource<br />
    23. 23. Lead Nurture Tracks for Each Lead Bucket<br />Awareness<br />Interest<br />Qualified<br />3 Lead Nurturing Processes Enables You to Deliver the RIGHT Message to ALL Leads in Your Funnel<br />
    24. 24. Enable Sales<br />With the use of marketing automation we can now track individual prospects and sync with CRM<br />What webpages have they viewed?<br />What organic search terms have the used?<br />What campaigns have they responded to?<br />This is invaluable data<br />Prioritize leads based on behaviors or responses for follow-up.<br />
    25. 25. Success Story: <br />Business Challenge <br />Increasing volume of leads - Needed to maximize investment <br />Wanted to impact/optimize sales<br />Solution<br />Manticore Technology marketing automation & salesforce.com<br />Results<br />Revenue per sales rep increase of 9.3%<br />Shortened sales cycle by 12%<br />Increased inactive lead closing by 250%<br />*Case Study available: http://www.manticoretechnology.com/resources/download.asp<br />
    26. 26. Marketing Automation & Social Media<br />Email isn’t going away<br />Social media becomes another channel to distribute the right message to your audience<br />Manticore Technology will enable you to deliver the message beyond email through these other mechanisms:<br />
    27. 27. Moving Forward<br />Buying behavior has changed – embrace it (your competition is)<br />Deliver relevant content to buyers based on where they’re at in the pipeline<br />Marketing and sales are now blurred – <br />The most successful organizations are working to align sales and marketing to boost pipeline growth.<br />This is a process – technology enables the process<br />Look to social media as another distribution channel – not “the answer”<br />

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